Personalisation is an important psychological component of any advertising message. Few people want to be 'one of the crowd'. According to statistics, the highest open rates are achieved by email newsletters that create the 'illusion of belonging' by including the recipient's name in the email preheader and subject line.

It is often said that personal marketing is expensive and time-consuming. We couldn't disagree more. Personalisation allows you to tailor messages, offers and content to the specific needs and interests of users or customer segments.

Remember and don't let go
Personalised marketing is an approach in which a company creates individual offers for different categories of customers by analysing their needs, habits and preferences. Personalised product recommendations, individual loyalty programmes and unique marketing content stimulate the engagement of potential customers and influence their behaviour. A common use of personalisation is to send reminders or notifications about products that users have left in the online store's shopping cart.

Personalisation allows

• get feedback
• improve service quality
• increase customer loyalty
• stimulate sales
• increase customer loyalty

HLTS Co. Ltd creates advanced customer personalisation programmes for retail, drop shipping and mid-sized businesses. Personalisation can reduce customer acquisition costs by up to 50%, increase sales by 5-15%, and increase return on marketing investment by 10-30%.

Behavioural Personalisation
Behavioural personalisation looks at the customer-corporate nexus and analyses customer actions and interactions with a company's products or services. By analysing data on past purchases, searches, page views and other online interactions, customers can be divided into behavioural segments: new customers, loyal customers, abandoned customers, promotional customers, active researchers, users of specific content and high average-check customers.

Each segment examines the customer journey from first contact to purchase. By combining the resulting segments and customer journeys, hundreds of variations of narrower groups (micro-segments) of behavioural personalisation can be created. For example, customers who only pay at the weekend, family shoppers or customers who regularly buy sports equipment.

To keep in touch with loyal customers, don't forget about reward systems: loyalty programmes, special offers and discounts. Use personalised email newsletters, messengers and, if they don't mind, phone calls to keep in touch and let them know about new opportunities.

Contextual personalisation
Contextual personalisation helps improve customer interactions at any given time. Companies can tailor content by providing information that best fits the customer's current needs and situation. Advertising messages can change based on the time of day, the user's location or the device they are using. This strategy adapts content based on: geolocation (the user's location) and the stage of the purchase cycle (search, decision, checkout).

Contextual personalisation is all about specificity in the presentation of information. For example, you can offer welcome promotions to a new visitor and personalised discounts to a repeat customer. Contextual personalisation is particularly important when preparing cold call scripts and scenarios.

Demographic personalisation
Demographic personalisation looks at demographic data such as age, gender, race/ethnicity, geographic location and household income level. This data is used to create special offers and target advertising campaigns to specific customer groups. For example, advertising for children's products can be tailored to the interests of the family, the age of the parents and their professional needs. Behavioural retargeting and data management platforms allow you to track user activity. Segment your customers by identifying their value triggers. Personalised triggers are three to four times more effective than mass mailings.

HLTS marketers track upstream engagement metrics (likes, clicks, opens) and downstream engagement metrics (conversions, unsubscribes, ROI) to analyse the effectiveness of a marketing strategy.